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ACNE STUDIOS (FINAL PROJECT)

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Ziang Chen

on 18 November 2013

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Transcript of ACNE STUDIOS (FINAL PROJECT)

HISTORY
ACNE PAPER
RUNWAY SHOWS
S/S 2012
DESIGNER
“Fashion is the best form of self-expression.
We like to design pieces that together form the coolest wardrobe, but is ultimately wearable."
---Jonny Johansson
1996
Established ACNE
in Stockholm,Sweden
1998
Launch of the first ACNE collection
EDITOR :
Thomas Persson (main)
Carine Roitfeld
(ex French Vogue Editor)

PHOTOGRAPHER :
Mario Testino
Steven Meisel

FIRST EDITION :
2005
2001
Mikael Schiller becomes executive chairman of ACNE Studio
2003
Established ACNE Studio Production
2004 Established ACNE Paper
2008
Established ACNE Advertising Studio
2003
First store in Stockholm
2008
Launch first collection for children
ACNE Mini
2008
First store in Paris
2009
Opening store in Sydney, Australia
2005
Opening store in Berlin,Germany
JOHN JOHANSSON
2012
Opening store in NYC
2010
Opening store in UK and Belgium
2012
Opening store in Copenhagen
Work for Diesel before establishing ACNE STUDIO
Established the company in 1996
Original inspiration from 1920s-1930s Sweden furniture design called "Swedish Gray"
Inspirations mainly from Artists Andy Warhol and Keith Haring when first established ACN
E.
A.C.N.E
Ambition to Create Novel Expressions
The look:
70s sportif
Silhouette:
Oversized uppers with tapered legs
Fabric & knit:
Denim, textured linen, ribbed cotton knits, traditional cable knit.
Print & pattern:
Splotchy camo, dense florals
The look:
Sartorial sports
Silhouette:
Voluminous and relaxed or skinny and fitted
Fabric & knit:
Overdyed jacquard stripes, stiff denim, chambray, cotton shirting, leather, suede, cotton/silk and tech nylon
Print & pattern:
Graphic stripes
S/S 2013
RUNWAY SHOWS
Ignore the great promotional sources from own company
Lack of specific marketing strategy for US market
Slow expansion
S.W.O.T ANALYSIS
ACNE denim
Swedish brand
Strong online selling and millions of social media followers
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
Strong competitors with strong marketing strategy
Knock-off appears when explore Asian Market like China
Missing international shipments
Unexplored market with fanatical followers
Strong growth of social media
Collaborations with famous artists and famous Swedish brand
COLLABORATIONS
2007
ACNE X TRETORN
2008 ACNE X LANVIN
2008
ACNE X BIANCHI
2008
ACNE X MICHAEL ZOBEL
2010
ACNE X CANDY MAGAZINE
2012
ACNE X SNOWDON
2008
ACNE X FANTASTIC MAN MAG
2010
ACNE X HUSAM EL ODEH
2012
ACNE X SIGMUND
2011
ACNE X DANIEL SILVER
MARKETING MIX
Place:
Channels: Boutiques, E-shop
Stores : Europe, Asia, North America , Russia

First Paris flagship store in the Palais-Royal area in March 2008
Price:
Coats & Jackets : $650-$1,425
Pants : $270 - $375 Tees : $130-$145
Jacket $840-$1035 Shirts : $270-$365
Knitwear & Sweatshirts : $310-$1,815
Accessories : tie $13-$215
Jeans : $335-$365
Music Label :
vinyl $22 ; CD $7-$20 ; track $1,30; EP $4 ;
compil $7,5-$15,50
Promotion:
Press Offices:
France , North America, Japan.
Advertising:
famous magazines (Vogue , GQ , Brain...) and blogs (Hypebeast , the Ground ...)
Sales promotion :
Stores and website
Social media/E-mail Subscription
Facebook, Twitter , YouTube
HISTORY
ESTABLISHED
in 2002
CREATORS:
Gildas Loaec
Masaya Kuroki
AMBITIONS:
Create a structure that would combine all the things they were into, clothes, image and music .
STYLE:
Combining the philosophy of tradition - with a modern attitude and shapes for clothing that lasts. Timeless-elegance.
MUSIC DEPARTMENT:
Collaborations with a hundred of artists, such as Boys Noize , Bloc Party ,Digitalism , La Roux etc. The company made 10 studio albums between 2005 and 2012 and 33 compilations between 2002 and 2012 .
For the first time in 2012 Kitsuné has compiled a quirky, eclectic selection of fresh new US artists. The compilation KITSUNÉ AMERICA.
2009
Kitsuné X Colette
2009
Kitsuné X Pierre Hardy
2010
Kitsuné X Pierre Hardy
2011
Kitsuné X Flousen
2010
Kitsuné X Yoshida
2012
Kitsuné X New Era
2012
Kitsuné X BWGH
2012
Kitsuné X Surrender
2012
Kitsuné X Pernod
2012
Kitsuné X Yasmine Eslami
2012
Kitsuné X J.M Weston
KITSUNÉ
is a French electronic music&fashion record label.
Product :
Coats &Jackets Tees
Pants Jeans
Suits Shirts
Knitwear Sweatshirts
Shoes Accessories
Collection Kitsuné Tee
Collection Parisien
Music Label
COLLABORATIONS
KITSUNÉ
A.P.C.
HISTORY & DESIGNER

JEAN TOUITOU
:
Born in Tunisian in 1951 and raised in Paris
Study at l'Ecole Alsacienne in Paris
Joined KENZO design team in 1977
Worked for Agnès B.

HISTORY
:
In 1988, Jean Touitou launched first A.P.C. women's collection in Paris, France.
The Name of the brand A.P.C. is an abbreviation of Atelier de Production et de Creation (Workshop Production and Creation)
COLLABORATIONS
2012
A.P.C. X LOUIS. W
2012
A.P.C. X L.G.R
2012
A.P.C. X NIKE
2012
A.P.C. X CARHARTT
2011
A.P.C. X VANS
MARKETING MIX
Place:
Channels: Boutiques, E-shop
Coverage: Europe,East Asia(e-store),
USA, Australia.
Target Market: 20yo-45yo
Inventory: Plain, simple
Stores: Australia(6), USA(8),Asia(13)
Europe(75), Canada(8)
Price:
Accessories: $90-$400
Belts: $135-$165 Music: $15-$35
Cardigans:$235-$560 Coats:$340-$1000
Jackets: $325-$620 Jewelry:$50-$70
Collaborations:$35-$2205
Pullovers:$235-$430 Shirts:$180-$450
Shoes:$310-$605 Shorts:$135-$180
Sweatshirts:$135-$400 Jeans:$180-$340
T-Shirts:$75-$120 Bags:$70-$560
Promotion:
Press Offices: Europe, North America, East Asia
Advertising: E-shop,magazine editoral pages
Personal selling in store and outlet
Sales promotion via collaborations
Public relations via collaborations and
Social media/E-mail Subscription
Product:
Accessories Belts
Music Cardigans
Casual Jackets Coats
Jackets Jewelry
Collaborations Pullovers
Shirts Shoes
Shorts Sweatshirts
T-Shirts Jeans Trousers
Denim Bags Objects

Bad online customer services
Lack of creative design makes every season collection unrecognizable
Lack of strong promotion strategies
S.W.O.T ANALYSIS
Selling lifestyle and delicate basic designs
French brand
Great coverage all over the world and well-known by American customers
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
Strong competitors with strong marketing strategy and similar design
Knock-off appears when explore Asian Market like China
Missing shipments
Strong growth of social media
Unexplored market with large populations
Collaborations with famous artists

Music department more famous than clothing.
Smaller target market , younger
Clothes are not really well-tailored
S.W.O.T ANALYSIS
French brand
Famous Music department
A lot of collaborations with very famous brands and artists.
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
Knock-off
Illegal downloading of their music
Missing shipments
Growth of social media
More collaborations
Open more store in USA
MARKETING MIX
Poduct:
Coats Sweatshirts
Jeans Tops
Suits Blouses
Shoes Knitwear
Dresses Trousers
Kid Lines Accessories
Small leather goods
Place:
Channels: Boutiques, E-shop
Coverage: Europe, East Asia(e-store),
USA,Australia.
Target Market: 22yo-45yo
Inventory: Plain, simple but strong
Stores: Australia(2), USA(2),
Europe(23)
Price:
Coats: $270- $2300 Jeans: $200- $350
Dresses:$300-$1300 Tops: $80-$430
Knitwear: $240-580 Suits: $480-$650
Tops: $80-$430 Trouser: $200- $1300
Shoes: $470- $1300
Accessories: $85- $800
Small leather goods: $80 -$500
Promotion:
Press Offices: Europe, North America, East Asia
Advertising: Acne Paper, E-shop
Personal selling in store and outlet
Sales promotion via collaborations
Public relations via collaborations and Acne family
Social media/E-mail Subscription
WHY ACNE STUDIOS
1. NOT WELL-KNOWN IN US MARKET

2. UNCLEAR BRAND NAME

3. STEREOTYPE OF ONLY BEING FAMOUS FOR JEANS

4. SLOW EXPANSION ON HOME PRODUCTS

5. LACK OF CAMPAIGNS AND ADVERTISINGS

6. UNRECOGNIZABLE VISUAL MERCHANDISING
COMPETITIVE ADVANTAGES
1.
SWEDISH BRAND:
Being pratical rather than aggressive
A country has a lot great denim brands
2.
ACNE DEMIN:
A pair of jeans for both dress-up or casual wear
SURVEY: (Based on 50 peoeple who own ACNE jeans)
DOES YOUR ACNE JEANS FADE OR SHRINK AFTER WASHING?
1. ACNE jeans fade after washing. (4%)
2. ACNE jeans shrink after washing.(0%)
3. ACNE jeans fade and shrink after washing. (2.5%)
4. ACNE jeans do not fade and shrink after washing. (93.5%)
3.
AMBITION TO CREATE NOVEL EXPRESSION
Different from A.P.C.'s simple and basic design
Not like KITSUNÉ's jeans designing with too urban elements
4.
ACNE TUXEDO --- "LITTLE BLACK DRESS" FOR MEN
Classic tuxedo shape with unique colors
Bespoke jacquard fabrics and silks from Italy
A whole great collection styling with ACNE TUXEDO
LOGO MODIFICATION
COLLABORATION
Ambition
to
create
novel
expression
SURVEY ONE(based on 40 people):
1. I like current ACNE STUDIO's logo (5%)
2. I don't like ACNE STUDIO's logo(95%)
Remind me of facial problems(100%)
The font looks bad(0%)
SURVEY TWO(based on 50 people):
1. Change the entire logo (2%)
2. Capitalize each letter (19%)
3. Add period between each letter (23%)
4. Add the explanation under the logo (56%)
WITH
SWEDISH HOUSE MAFIA
Swedish House Mafia is a Swedish electronic dance music trio consisting of three house disc jockeys and producers, Axwell, Steve Angello, and Sebastian Ingrosso.
COLLABORATION
WITH
SWEDISH HOUSE MAFIA
Ambition
to
create
novel
expression
Ambition
to
create
novel
expression
Ambition
to
create
novel
expression
SURVEY THREE (Based on 50 people):
1. LOREEN (16%)
2. SWEDISH HOUSE MAFIA (67%)
3. AXWELL (9%)
4. STEVE ANGELLO (8%)
+
Price : $120
2012 SHM SINGLE
Original Mix for Acne
GIFT with the tee
Ambition
to
create
novel
expression
COLLABORATION
with
1. SWEDISH BRAND
2. GREAT OVERAGE IN US MARKET
3. PUBLIC RELATIONS WITH ACNE ADVERTISING
1. HISTORY OF ACNE STUDIOS

2. PRESENCE OF ACNE STUDIOS

3. COMPETITORS OF ACNE STUDIOS

4. STRENGTHS OF ACNE STUDIOS

5. FUTURE OF ACNE STUDIOS
ACNE
ACNE ADVERTISING
ACNE ART DEPARTMENT
ACNE PRODUCTION
ACNE JR
ACNE PAPER
ACNE FASHION & DENIM
Ambition
Create
Novel
Expression
to
CONTENT
HISTORY
OF

PRESENCE
OF

COMPETITORS
OF

STRENGTHS
OF

FUTURE
OF

ACNE ADVERTISING&PRODUCTION
FOUNDED IN 1996
ACNE has bravely entered all kinds of communication areas head on. Advertising, design, commercial film production, feature films, tv-formats, online games, web production, mobile phone apps.
ACNE portfolio includes work for superbrands such as
Hermés
, Audi, BMW, BBC,
Nike
,
Sprite
, Sony,
IKEA
, and many more.
BMW
HERMÈS
NIKE
SURVEY(BASED ON 50 PEOPLE WHO SHOP IN ACNE)
1. DO YOU SHOP IN IKEA?
YES (89%)
NO (11%)
2. WHAT WOULD YOU BUY FROM IKEA IF YOU DO NOT NEED FURNITURE?
PILLOWS(13%)
BED SHEETS&BLAKETS(40%)
CANDLES (28%)
SNACKS (12%)
SMALL TOYS (7%)
3. WOULD YOU BUY ACNE STUDIOS x IKEA CANDLES?
YES (79%)
NO (4%)
AFTER SMELL IT (17%)
4. WOULD YOU BUY ACNE STUDIOS x IKEA BED SHEETS?
YES (91%)
NO (9%)
SPECIAL EVENT
GET THE TUXEDO INVITATION FOR
TUXEDO COCKTAIL NIGHT & SWEDISH HOUSE MAFIA NIGHT ONLY FROM ACNE STUDIO
HOW TO BE INVITED?
SUBSCRIBE TO OUR ACNE PAPER ONLINE!
BUY ACNE TUXEDO OR ACNE X SWH TEE IN NYC SOHO STORE!
PURCHASE IN STORE OVER $300.
WHEN ?
CHRISTMAS TIME: DEC. 26TH 2012 (
TUXEDO COCKTAIL NIGHT
)
<DRESS-UP IN ACNE TUXEDO REQUIRED>
NEW YEAR'S EVE: DEC. 31ST 2012 (
SWEDISH HOUSE MAFIA DJ NIGHT
)
<GET A REAL SHM SIGNATURE ON ACNE X SWH TEE & TALK TO THEM!>
SPECIAL EVENT
TARGET CUSTOMER IMAGE
ACCESSORIES
DETAILS
TRAVEL
NEW PRODUCTS
SOCIAL MEDIA
STYLE
DJ & FRIENDS
TARGET CUSTOMERS
ACNE TUXEDOS
ACNE TUXEDOS
ACNE TUXEDOS
ACNE TUXEDOS
ACNE TUXEDOS
ACNE TUXEDOS
ACNE TUXEDOS
"I like the tuxedo. It's a uniform. Let's think of it as a classic 'little black dress' for men," says Mr Jonny Johansson, Acne's creative director.
COLLABORATION
with
PRICE: $35
LIME
&
BLACKBERRY
&
LAVENDER
RAINBOW: $159
CANDY: $149
VISUAL MERCHANDISING MODIFICATION
MESSY WITH PALE LIGHTING
CLICHÉ TO USE BLACK & WHITE
USE OF RAW MATERIALS
USE OF FIXTURES
CREATE AN UNIQUE ATMOSPHERE
LOFT STYLE CREATES A STUDIO FEELING
ACNE ADVERTISING DEPARTMENT
COMPETITORS ANALYSIS
SURVEY (BASED ON 60 PEOPLE)
WHICH BRANDS DO YOU LIKE THE BEST? (PICK 3 OF THEM)
J BRAND (12%)
A.P.C (11%)
TIGER OF SWEDEN (3%)
KITSUNÉ (12%)
COTÉLAC (4%)
ACNE STUDIOS (7%)
LEVI'S (23%)
DYNK (12%)
DIESEL (16%)
Country /region: New York City, USA
Population : 8,244,910 (2011)
Density : Urban
Climate : Northern
Age : 18-35
Gender : male
Family life cycle : Young single, unmarried couples
Occupation: Professional and technical , managers , officials , supervisors, students
Education : College degree or higher
Lifestyle : Achievers and strivers
Personality : Ambitious , outgoing , confident
PERSONAL SELLING
MAGAZINES
GQ
:
One of the most famous men magazine in USA.
VMAN
:
FACEBOOK:
TWITTER:
DETAILS
:
FACEBOOK:
TWITTER:
FANTASTIC MAN
:
ACNE did a collaboration with the magazine in 2008, and the magazine corresponds completely with our target customers.
SURVEY(BASED ON 50 PEOPLE):
WHAT KIND OF PERSONAL SELLING MAKES YOU COMFORTABLE?
1. You prefer asking the salespeople if you have any questions.(22%)
2. You prefer the salespeople give your space to shop by yourself but still being helpful to make a small conversation. (58%)
3. You prefer the salespeople comes to advise you when you are looking to the collection. (20%)
4. You prefer the salespeople follows you since you enter on the store. (0%)
http://www.tudou.com/programs/view/8e9BbPg_8tE/
Full transcript